Pulse May 2018 - Page 49

of them! But I will tell you, if you are watching.
If I sleep through the whole event, won’t my service provider
still know when my skin responds well to a product? Won’t
they see the effects even if I am purring away happily?
If I am just peaceful and not asleep, I may give away even
more clues: a smile to a certain scent or a flinch to an acidic
reaction.
Don’t Stop Before the Finish Line
When I walk out, and I’m handed the card with all my
products listed (and I can’t tell you how many times I have
not been given this card), make sure to point out the ones
that I seemed most interested in. You will know I am inter-
ested if you are actively engaged in listening to and watching
me. I will give away the signs if you are paying attention.
In the end, if I’m met with my glass of water or hot tea
and simply handed the card of products, this passive gesture
will cost sales. I have been given no reason to buy.
Instead, while handing it to me, don’t let go at first. Draw
me in so we hold it together, our attention on the list. Literally
point out one or two things that I responded well too.
“Michael, I used a number of products on your skin, and
I want to make sure you have a complete list to refer to,
but I want to point two things out. First, your eyes
simply drank up this cream. They looked brighter almost
immediately. Second, I know you told me your skin was
looking a little ruddy before we started. I used this
Vitamin C serum and when you look in the mirror I
think you will be very pleased.”
These are non-invasive remarks but tied exactly to me. I will
listen and likely buy these two products at the very least.
Remember: I am not buying a product, I am buying a solution.
Putting It All Together
At a spa recently, I met my match. You see, if there is
anything I like more than a great spa treatment, it is an
example of sales mastery. My esthetician was a master at
educating me, finding my needs and engaging me with a
desire to leave with a solution. Then she did the most
important thing of all. She asked me to buy.
I left with over $400 in product. Each drop of serum
pleases me, and each dab of eye cream makes me smile with
the memory. I couldn’t be prouder of her. She empowered me
as a customer and made the sale, simply by asking. n
There are a few interesting takes on the
role of retail in the spa workforce. Check
out the Spa Workforce Study full report at
experienceispa.com/research to get further
insight into what spa employees think of
this vital aspect of spa revenue.
May 2018
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PULSE
47